Welcome back to Farm Friday! Here in Portland, the rainy season has officially kicked off. Everything is green on the ground, and the leaves change in the air. Isn’t the autumn rejuvenating? If you’re like me, you have ENERGY during the fall. Spend that energy on generating some more leads for your real estate business!
Last week, we discussed crafting a call to action for your website or your social media posts. CTAs can be great real estate lead generation tactics as a real estate agent. Still, a well-optimized landing page is another valuable tool for real estate professionals.
Key Terms Defined
As always, I’ll start with some key terms and their definitions before diving into the good stuff. (Get it? The Good Stuff?) The real estate market is a tricky business, and we’re not trying to make it any tougher on you!
What is a landing page?
A landing page is a single web page with a specific goal or call-to-action (CTA). Also known as a “lead capture page,” an effective landing page helps generate valuable leads by capturing details like email addresses and phone numbers through inquiry forms. Real estate agents should use landing pages to promote their listings and find prospective clients such as real estate investors or other potential customers. You can think of landing pages sort of as online business cards.
Read more about landing pages here.
What is a squeeze page?
A squeeze page is a specific type of landing page that “squeezes” an email address out of a prospective lead by offering something in return. The “something” is typically content, such as an ebook that details the steps of selling or buying a house. Squeeze pages are typically shorter than other types of landing pages and only have one goal: gaining email addresses.
Three Types of Real Estate Landing Pages
Of course, I don’t mean that there are only three types of landing pages that you could use to generate seller leads or to find prospective buyers. However, I agree with other real estate marketers that three main landing pages can help you capture leads and improve customer conversions. You’d be hard-pressed to find any successful real estate websites that don’t have some real estate landing page or real estate squeeze page. Often, landing pages are attached to online advertising (such as Google Ads). When it comes to real estate lead generation methods, landing pages are some of the most lucrative tactics. You can use the leads you capture on a landing page and add them to your email marketing campaigns.
Home Search Landing Pages
A home search landing page is dedicated to finding potential buyers. People who click on your ad will be sent to a home search landing page, where they can look for homes in a certain location. Leads are then directed to a domain-specific landing page on your website so that they may look for houses and save their favorites. Make sure your property listings include all relevant property details such as the floor plan, professional photos, and neighborhood details. When the lead is interested in a property, it will prompt them to provide their contact information for a real estate agent to follow up.
Pros of Home Search Landing Pages
A home search real estate landing page benefit is a higher click-through rate. You’ll generate traffic to your website with those clicks, which can help your website appear higher in search engine results. Lead generation and search engine optimization? Talk about killing two birds with one stone.
Cons of Home Search Landing Pages
Unfortunately, while you may generate more traffic to your website, home search landing pages notoriously have low conversion rates. This means that people will browse the listings but they won’t sign up or provide their information. Still, a home search landing page is still a great marketing tool for a real estate company or other real estate businesses.
Home Value Landing Pages
Another type of real estate landing page is a home value landing page. These pages are dedicated to finding prospective sellers. Potential sellers may use them to determine the current market value of their house. You can advertise online, send a mass email, or mail materials to people who are likely to move or sell their homes and provide them with a free house evaluation.
When a potential lead clicks on an ad or visits your website after receiving a direct mail piece, they’ll be taken to your home value landing page. They’ll need to provide their contact information to get the price of their house, which will result in a new lead. There are two types of home value landing pages: Instant home value landing pages and comparative market analysis (CMA) landing pages.
Instant Home Value Landing Pages
If you want an instant home value landing page, you’ll need to sign up for a service that generates immediate home valuations, such as iNCOM or Real Geeks. They perform well (have high average conversion rates) because you give relevant information to a possible client and only ask for their contact information in return.
CMA Landing Pages
A real estate agent can expect to get more leads from a CMA landing page because it takes more effort on their part to create a professional CMA report. However, these pages strongly encourage clients to work with them since of their experience. To generate a comprehensive CMA report, you may utilize your local MLS or CloudCMA to help gather property data.
Pros of Home Value Landing Pages
The biggest benefit to home value landing pages is their high average conversion rate. If you are particularly looking to win more listings, this is one of the best real estate marketing tools you can use.
Cons of Home Value Landing Pages
The biggest downside to home value landing pages is the cost involved. You may need to purchase a subscription to a service that provides home value estimates. Still, the conversion rate may make that extra cost worth it.
Free Content Landing Pages
The last type of real estate landing page we’ll discuss today is the free content landing page. These landing pages can attract both potential buyers and sellers. A free content landing page is a real estate landing page that gives potential leads free content in exchange for their contact information. An e-book, report, checklist, how-to guide, or downloadable PDF are all examples of effective free content.
These prospects aren’t as appealing as motivated buyers or sellers because they’re typically further down the funnel, but they may be readily nurtured with drip email campaigns over time. People who react to your landing page can have their CRM send a series of targeted drip emails to them automatically.
Pros of Free Content Landing Pages
Out of all these types of real estate landing pages, free content landing pages are most likely to capture emails or phone numbers. Additionally, they can provide you with leads for you to nurture through an email newsletter. Or, if you like to kick it old-school, you can nurture these leads through phone calls.
Cons of Free Content Landing Pages
While these pages have high conversion rates, the leads may not be at the right point in the sales funnel. Maybe they’re not quite ready to buy or sell yet. Still, as I mentioned, you can nurture these leads and keep them on top of their mind for when they’re ready to choose a professional in the real estate industry.
Tips for an Effective Real Estate Landing Page
If you want to build high-converting real estate landing pages, keep these tips in mind:
Keep It Simple
Landing pages do not need a lot to generate leads. Everything from the imagery, the CTA, and the search functionality should be as simple as possible.
Professional Real Estate Photos
You want an eye-catching image on your landing page. Ensure to hire a high-quality real estate photographer (cough, cough) to take photos of your property listing. People often decide based on what they see so that a professional real estate photo can lead to more email or contact information captured from potential clients.
Be Direct
Be clear about what you’re collecting their information for, whether it’s for an email newsletter or for a follow-up conversation. You want your potential leads to trust you. Make sure you don’t withhold any important details or make any false promises on your landing pages.
Provide Social Proof
Another way to ensure that your leads trust you is to provide social proofs such as customer testimonials, awards, and any other accolades you’ve gained in the real estate industry. A powerful customer testimonial near a CTA could result in more leads for you! Also, you can connect your social media profiles, such as Facebook, to show social proof.
Join Us Next Week: How to Use LinkedIn to Generate Leads
Thanks for joining us for this week’s Farm Friday! Next week, we’ll be discussing how to use LinkedIn to generate real estate leads! “See” you then, you ghouls!
